Collection name: The Macallan Romantica CollectionBringing world-renowned artists, luxury storytelling and collector design together in a landmark release.
To celebrate the centenary of the legendary Macallan 1926, The Macallan commissioned a limited-edition collection bringing together artists Sir Peter Blake, Valerio Adami and Michael Dillon. Lineup Studios led the creative strategy, storytelling, artist collaboration and packaging design, transforming a commemorative whisky release into a multi-layered collector experience.
The Challenge
The challenge was to unite three internationally recognised artists, three distinct creative styles and a century of The Macallan heritage within a single, cohesive luxury collection. Every element needed to celebrate artistic individuality while contributing to one compelling collector narrative.
The Idea
Lineup Studios developed the overarching Romantica concept, creating a storytelling framework that connected art, craftsmanship and the whisky's forty-year maturation journey.
Working closely with each artist, we developed individual narratives around time, nature and community, while ensuring every commission contributed to a unified collection identity. This strategic creative direction enabled three very different artistic voices to coexist within one luxury brand experience.
The Result & Services
The final collection comprised 258 highly collectible releases supported by a complete packaging and storytelling ecosystem. From artist management and creative direction through to packaging design, content development and production oversight, Lineup Studios delivered a cohesive collector experience that demonstrated the power of strategic storytelling, stakeholder alignment and luxury design execution.
Services:
Creative Strategy & Concept Development
Naming & Storytelling Development
Artist Liaison & Creative Direction
Stakeholder Management
Luxury Packaging Design
Label & Bottle Design
Collector Experience Design
Editorial & Content Development
Certificate & Print Design
Production & Supplier Management